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Since I find this forum far more interesting than reading mass media news, I have to admit I didn't actually read the OP's link, I just read the posts.
The article, as it turns out, clearly states that this thing in involves working with libraries to expand access and reach. The free eBooks from the publishers is just one part of what is overall, as was called out previously, a modest effort.
Sound perfectly reasonable to me. I can't see anything bad coming of this. Even if it doesn't work, it's not a waste. Of money or of breath.
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